How to Build a Strong Brand in the U.S. Market

Introducing a New Zealand brand into the United States is difficult, and brand recognition is one of the most significant problems that exporters in all sectors and industries confront. The United States is a big country with significant regional distinctions. You must know where you plan to debut and who your target clients are. You must first be able to test in one local market before moving on to larger markets. Useful resources.

The Impact of Social Responsibility on U.S. Business

Our 'Know it, Show it, Grow it' series is intended to help you understand your brand's strengths and limitations, adjust your brand strategy, and build your brand in your selected export market in an intentional and localised manner. Understanding US Consumers US Consumer Demographics The American consumer is more diversified than ever before, with people of all backgrounds and ethnicities, income levels, education levels, and geographic areas. Deloitte discovered that millennials are especially varied, with 44% coming from ethnic and racial minorities, compared to only 28% for baby boomers. This broad consumer base will grow even further with the arrival of Generation Z and Alpha. According to Pew Research Center, the median American household income is rising, with millennials earning $69,000. This is the highest household income for young adults (ages 22-37) in America in the previous 50 years. Consumer habits and trends Google's Market Finder study report revealed some of the main behaviors and trends among American customers. 24/7 consumption. Today's American customer is highly connected: 96 percent of Americans shop online. 81 percent of Americans own smartphones. Nearly 75% own desktop or laptop computers, with approximately 50% owning tablets. Omnichannel shopping. American consumers prefer to purchase through multiple channels, whether online using a computer or mobile phones, over the phone, or at a physical store. Consumers evaluate and investigate products across many channels before making a purchase. Information sharing Consumers often share and review their products across several media. This can include writing reviews for websites or posting about a product on social media. Online recommendations are more trusted by customers than brand statements, influencing their purchasing decisions by 70%.

Conscious consumers.

Consumers are becoming more aware of the impact of their purchase decisions, and they want to support businesses and products that share their values. They are doing their study, making mindful judgments, and shopping from brands that share their beliefs. Useful resources. To learn more about conscious consumers in the United States, read: Aligning your business with ESG standards in the United States | myNZTE How North American customers perceive sustainability - myNZTE. Generate buyer personas. The US market is extremely huge, and with so many customers, you must focus on a niche. You must define and understand your target market from the ground up. Creating buyer personas allows you to identify the customers who will be most receptive to your brand and marketing. Creating buyer personas entails identifying collective groupings of like-minded individuals who are more inclined to purchase your product or service because it satisfies their specific requirements. The goal is to combine the requirements and behaviours of the groups into a profile of a 'generalised' individual. Once you understand your customer and their environment, you can begin selling to them. Useful resources. For information and resources on establishing buyer personas, visit: How to Create B2C Buyer Personas for the US and Canadian Markets - myNZTE How to Create B2B Buyer Personas for the US and Canadian Markets - myNZTE Key cultural subtleties American customers differ from New Zealand consumers, with regional differences added in. Despite speaking the same language, there are cultural and linguistic differences.

To effectively reach your US customer, ensure your brand is easily understandable that your packaging and website are Americanized.

Use American units of measurement and spelling. Use 'ounces' and 'pounds' rather than kilos, and 'feet' and 'yards' instead of metres. Use the American term where it differs from New Zealand English. Examples include 'cookies' instead of biscuits, 'beets' instead of beetroot, 'drugstore' instead of pharmacy or chemist, and'retailer' rather than stockist. Look for terms that are not popular in the United States. For example, Americans would not state a product has "no nasties." Have an in-market expert assess your branding and packaging to verify it is effective. Make sure your social media accounts are US-friendly. There are too many Kiwi-isms that will not resonate. If you sell B2B, show the market that you are present, committed, and not going anywhere. You'll need to do this to overcome a preference for 'Made in the USA' and the perception of being far away. American perceptions of New Zealand products are typically favorable, and many New Zealand products are highly valued for their quality. However, you cannot rely solely on New Zealand provenance. Americans will not buy your goods just because it is from New Zealand. Your marketing messaging must stand on its own, while you may utilize New Zealand provenance as an add-on. If you're a consumer brand, think about leveraging the Made with Care marketing materials and focusing on our clean, green, pure, high-quality image.